Branding, schmanding. Is a rose still a rose… ?
I can’t sit on my hands or bite my tongue any longer. I have to take issue with the plethora of PR companies,
ad agencies and creative services firms masquerading as self-appointed “brand guardians.” More often than not, consultants slap a new coat of paint onto a small business and say “more branding” or, “we’re building the brand.”
I’m firmly of the view that in the business context, brand is a noun, not a verb.
Developing the Business Image
When developing a business platform, image is everything. Why? Because image forms perception and in the consumer’s mind, perception is reality. For the general public the vast majority of businesses, both large and small, are unknowable beyond their corporate identity.
Lies, porky pies and fibbs
Like most SOHO/small business owners, you’ll be used to the various outrageous claims made by media outlets claiming their new publication or website will bring generate more leads than you can handle, if you just advertise
with them for long
enough. Like most, you’ll have found that mass media brings little
or no success to most service-based businesses.